politeness principle theory In English advertising
we often found many advertising closely related with the politeness principle theory in English advertising. The politeness principle theory is point that the impolite information to the minimum degree express abate under the same conditions.
Leench put forward that the politeness principles make up of six criteria,they are Tact maxim，Generosity maxim，Approbation maxim，Modesty maxim，Agreement maxim，Sympathy maxim.Leench suppose ,the polite phenomenon in language is these standards interact to produce joint effect.
The first principle is Tact maxim，It means that it increase the benefit to others, reduce the others pay. For example，the advertising ‘now，four Seasons luxury in a village rental.’And the another one which also is renting and leasing vertising is ‘better than a holder.Luxury suites，elegantly furnitured with daily maid & linen service.Complimentary membership for Pool &Health Club.Available on long or short term leases. ‘ Two ads as to the audience showed consumers will get the greatest benefit.when you rent or buy the house, you can get the good service and enjoy a comfortable environment.
The second rule is Generosity maxim，It is the meaning of decrease as far as possible to their own benefit, for their pay increase. We often find English advertisement which depreciate advertising usually use that criteria. For example,’ All for Sales. 800ff.’and’ Sale! Up To $3 Off.’they all propaganda sales and Merchants pay below cost or lose sales.They publicize that they really made a great concession and pay.it will make consumer thinks and fell it get great benefits. But the price of products is not to go down too much, it is just a strategy which businessmen use.
The third rule is Approbation maxim.. it is also use widely and it is very in our daily life ,It means that it raise pintentionally the products or a part of products’ advantages of the advertising. For example, a perfume advertising says to ’the most unforgettable in the world wear revlon’and‘sensual,woody,floral.The women’sfragarance that evokea the timeless essence of fomance.Romance was created for the woman who believes in true love,affection,warmth and toge therness.’ It praised this scent sensual, woody, with floral and propaganda says women use this type of perfume can embody romantic essence.
There is famous advertising around the world, ‘W e re only Number 2. We try harder’. It is a trucking companies advertisement. Just started to build, the company behind other large companies，so they propaganda that they are only Number 2. So it can easily get consumers recognition.. when the company become the Number 1 in which area, it still stuck to publicize this AD.It make consumer think this company modest and it will improve their service quality..this ad use the fourth maxim which is Modesty maxim.
The fifth rule is Agreement maxim.It is also very important of ads.it often use the consumers identificated of an object to Identificate some advantage of products.such as that ad ‘Stay on top of your shipping needs Greeter profitability through greater efficiency.’and ‘We expect a lot of ourselves. You can, too.’ They all make consumers to approve such services.
The last principle is sympathy maxim . He is showing the shortcomings of person or object to get consumers sympathy and resonance. Finally it will propaganda the product or service can help you. There is a brand fitness equipment’ad which is’ No body is perfect’.It tell all people that all people’s body is not perfect,but our product will help you to make your body change better . Of course it also have many examples, I just remember little.
In short, these six principle is our daily life can often find.they also have their rules, Whichever principle， if we can use it very good in English advertising, it will be plays a large role for product sales,
Our shoe polish is surely of the first rate;
It shines your shoes and you look great.
Applying “Dabao” morning and night
Makes your skincare a real delight.
The production and transportation of food has been greatly changed by modern technology. To what extent do you think this is a positive or a negative development
It is undeniable that the advancement of modern technology has given rise to countless changes of the production and transportation of food. While a host of people argue that the modern industrialization of food supply owes an explanation to the consumers of the products which have caused numerous controversies over the reliability and negative effects they may have on their consumers, I feel much obliged to be supportive as well as critical of such plausible but emotional perspective.
Food industry has never seen such a boost in producing and transporting of food with advanced technologies. However, even if technologies are seen neutral, the compromises they have been made to meet the demands of business or more precisely the maximization of profits have been extremely detrimental to the reputation of the specific technologies being used. For instance, the junk food they provide in KFC, specifically the Nuggets. You don’t even know which part of the chicken you are eating, for the machines have made it impossible for us mere mortals to distinguish the ingredients from the shape and smell of the product. More significantly, the way it is made, transported and served is highly industrialized and standardized, that is to say, this kind of food is rather a product of the pursuit of profits than a nutritious meal intended for keeping people healthy and happy.
The people who insist that the manufacturers of the products should take the full responsibility of the problems have unfortunately neglected the positive aspect of the modern production and transportation of food and other factors like lack of exercising which may well contribute to their conditions. The efficiency of reallocating resources against its scarcity to the demands of humans as a whole has always been an unassailable reply to the questioning of modern capitalism and industrialization. And admittedly healthiness is not solely connected to the intake of food. One’s exercising plan may carry more weight than his or her diet.
Based on the elaboration of the argument, a conclusion can be easily made that food changes are less favorable when we compared with traditional diets, whereas they could be more welcomed if we be wiser when we start to appreciate the value of economic efficiency and balance our diets with regular workouts.